Google is issuing refunds for ads that ran on websites with fake traffic, people familiar with the situation said, as the web giant develops a tool to give marketers more transparency about the ads they buy through its platform, reports the Wall Street Journal, which added that in the past few weeks, “the Alphabet Inc. unit has informed hundreds of marketers and ad agency partners about the issue with invalid traffic, known in the industry as “ad fraud.” The ads were bought using the company’s DoubleClick Bid Manager over the course of a few months this year, primarily in the second quarter.

“Google’s refunds amount to only a fraction of the cost of the ads served to invalid traffic, which has left some advertising executives unsatisfied, the people familiar with the situation said. Google has offered to reimburse its “platform fee,” which ad buyers said typically ranges from about 7% to 10% of their total purchase.

 “The company says this is appropriate because it doesn’t control the rest of the money spent. Typically, advertisers use DoubleClick Bid Manager to target audiences across vast numbers of websites in seconds by connecting to dozens of online ad exchanges, marketplaces that connect buyers and publishers through real-time auctions.

“The ad spending flows through to the exchanges. The problems arise when ads run on publisher sites with fraudulent traffic, including those where clicks are generated by software programs known as “bots” instead of humans. This is an issue of growing concern to marketers.”

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